Central to any digital strategy is the community you wish to impact and influence, and local authorities upping their digital game are becoming increasingly aware of the difference a well-planned outreach can have in terms of engagement with the local residents.

However, one stumbling block the majority of local authorities are still facing is how to effectively implement a personalisation strategy into their digital marketing. While personalisation may seem a buzz term and something relatively novel, the fact is that organisations have actually been tailoring their advertising and marketing to individual users for around a decade, and through constant exposure (largely without even realising it), consumers have come to expect this as the norm – and are frustrated with brands who don't offer it.